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When in Vegas, Caesars Palace Parties On

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LOS ANGELES Following several improvements to its property, Caesars Palace has launched an image campaign that eschews the togas, chariots and laurel wreaths of past ads in favor of scenes depicting the modern-day party experience at the casino resort.

This is the first campaign for the Park Place Entertainment property from R&R Partners since the Las Vegas-based shop picked up the business in early 2002. It introduces "Live famously" as a tagline. Media spending on the effort was undisclosed.

Five print ads show contemporary "gods" and "goddesses" at play in the Las Vegas resort. One execution, "Fantasy," has a woman in lingerie and high heels crawling across a bed as a man watches. "Some fantasies just don't work anywhere else" is the headline.

"Muses," which carries "What Rat Pack?" as a headline, shows three attractive women in the midst of a girls' night out. They surround a roulette wheel, armed with cocktails and cigarettes. Text reveals that they are "The Muses, 11:15 p.m. 2003 A.D."

"Ah, nothing starts the day like a good breakfast" is the headline of another ad. It shows a woman feeding olives from her martini to a man with tousled hair, who is identified as "Caesar, 12:15 a.m. 2003 A.D." A fourth execution has a handsome man balancing a cigar in his hand as he contemplates his winnings at a blackjack table, while a blonde woman looks on admiringly. The headline is "Invest where you get the most interest." Small type identifies the winner as "Julius I, 2:15 a.m. 2003 A.D.

The ads break in September issues of upscale consumer feeder market magazines such as L.A. Confidential, Angeleno, Gotham, Hamptons and Chicago Social, as well as in travel and meeting industry publications.

The campaign will also include direct marketing, Internet and outdoor advertising and, in late 2004, television commercials.

Caesars Palace unveiled a 4,100-seat Colosseum in the spring, which hosts 200 Celine Dion performances annually and has been the setting for appearances by Jerry Seinfeld, Mariah Carey and Tim McGraw. The resort has also introduced new restaurants, opened an entertainment center and expanded The Forum Shops at Caesars.